The chocolate-forward treat shop Mindy’s Munchies opened its first franchise location in Falmouth in September. Contributed / Mindy’s Munchies

New Jersey-based Mindy’s Munchies – a sweet shop that specializes in taking an already good thing, like a marshmallow or an oreo, and covering it in chocolate – is off to a strong start at its new Falmouth location, according to Marlo Murphy, the franchise owner.

With its checkered tile floor and pink and white walls, the space has a retro feel. Most patrons are likely there to buy chocolate, but the store sells other candies and non-food items, like a Taylor Swift coloring and activity book and home decor signs that say things like, “Let’s Drink Wine and Judge People.”

Murphy said a lot of people have come in looking for suggestions, but specifically pretzels, creams, and peanut butter cups have been doing well. The store sells both individual treats by the pound, and platters, assortments, and individually wrapped items for a set price. Everything is hand-dipped in chocolate at the store, and you can also order items online.

Mindy’s Munchies is the latest food retail business to set up shop near Shaw’s supermarket on Route 1 in Falmouth. Jaffa Mediterranean Grill, a Mediterranean restaurant that began in South Portland, opened nearby a few weeks earlier.

Murphy, who lives in Cape Elizabeth, said that she was motivated to purchase the franchise because of the “whole concept and the feel-goodness” behind the brand. The Falmouth spot is Mindy’s Munchies’ first franchise location.

But in addition to being a longtime fan of their product, she also has a personal connection to the business: The owners are her family’s friends.

“I had a medical career as a practice manager for 30 years, and I woke up one day … and knew I needed a change,” Murphy said. Part of that revelation had to do with a cancer diagnosis (she’s now in remission). It made her stop and think: “Do I want to be in a medical practice? Or do I want to be around kids making them happy with chocolate?”

So far, she’s noticed many of the “older generation” stopping by the store – people picking up a treat for their grandchildren – in addition to moms and kids coming in.

Mindy’s Munchies began as a truly homegrown affair.

“I started out of my house just as a hobby with absolutely no intention of turning it into a business,” said Mindy Mosca, the owner and founder of the brand. Later, after she had her first child, she started to sell her creations.

“It really blew up … I remember selling like $35,000 of chocolate out of my kitchen, and my husband was like, ‘I think we should get a store.’”

They opened their flagship storefront in River Vale, New Jersey, in 2006. This past winter that store location moved to nearby Norwood, New Jersey. The store also does birthday parties, and “ladies’ night out,” according to Mosca. Mindy’s Munchies also has a location in Boca Raton, Florida.

Last year, the business was at a roughly 33% profit margin, according to Mindy Mosca’s husband, Harry, who left his job as a recruiter to help grow Mindy’s Munchies.

The business was entirely self-funded when getting off the ground, according to the Moscas. “My husband and I just (used) everything we had and a couple of pennies that we didn’t have and hoped for the best,” said Mindy Mosca.

The business has been looking to franchise for a number of years, according to Harry Mosca.

Based on market research and the experience with the business so far, Harry Mosca said that Boca Raton is the only city in which Mindy’s Munchies would “proactively” ever set up shop in (they decided to open a location there largely because of a family connection in that area). Otherwise, they’re committed to remaining a small-town community business. The communities just north of Portland are similar to their area of New Jersey – a constellation of smaller municipalities with middle- and upper-class families, he said.

And expect more Mindy’s Munchies locations soon, according to Mindy Mosca. The brand has already sold another franchise in New Jersey and is currently looking for a location for it.

“We are working very hard to open, hopefully, many more franchises in the very near future.”